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0AIESEC: the Experience Pakistan challenge
Author(s):Saima Husain, S.A. Nadir Hashmi
Title – AIESEC: the Experience Pakistan challenge. Subject area – Marketing. Study level/applicability – The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management. Case overview – Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Read more
Title – AIESEC: the Experience Pakistan challenge. Subject area – Marketing. Study level/applicability – The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management. Case overview – Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Local Committee Development, has relaunched the Experience Pakistan – a brand designed to develop a positive identity for Pakistan in the AIESEC world in order to have positive growth in the absolute exchange numbers for AIESEC Pakistan. AIESEC's philosophy is to nurture youth and develop them as leaders; all leadership positions in AIESEC are therefore held by individuals for only a year. This being the biggest and an unavoidable problem, Meg has to come up with a way of further developing and strengthening the Experience Pakistan brand. Expected learning outcomes – The case requires the students to suggest a viable action plan for positioning Experience Pakistan and devising the implementation strategy. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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1Kick Andy, The Oprah Winfrey TV Show of Indonesia
Author(s):Amalia E. Maulana, Lexi Z. Hikmah
Title – Kick Andy, The Oprah Winfrey TV Show of Indonesia. Subject area – Social Marketing, Entertainment Education Program. Study level/applicability – Postgraduate program. Master in Strategic Marketing and Master in Business Administration. Case overview – In the midst of the many TV shows that do not provide enlightenment, Kick Read more
Title – Kick Andy, The Oprah Winfrey TV Show of Indonesia. Subject area – Social Marketing, Entertainment Education Program. Study level/applicability – Postgraduate program. Master in Strategic Marketing and Master in Business Administration. Case overview – In the midst of the many TV shows that do not provide enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation, Kick Andy Magazine, Kick Andy Enterprise and others. Challenge for this program is to maintain the right balance between social, entertainment and education. Expected learning outcomes – This Case Study illustrates that Kick Andy TV Show filled the value gap that viewers experienced from existing TV show. This show is similar to the offer of Oprah Winfrey Show in the USA. Student is expected to understand social marketing primarily related to entertainment-education TV show. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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2Web Portals Division in a quandary
Author(s):Muhammad Talha Salam
Title – Web Portals Division in a quandary. Subject area – Marketing, e-marketing, strategy. Study level/applicability – Suited for final-year undergraduate and graduate courses in marketing strategy, strategic sales management, e-marketing and internet businesses. Case overview – This case follows the evolution of Mech Technologies and Website Portals Division within Read more
Title – Web Portals Division in a quandary. Subject area – Marketing, e-marketing, strategy. Study level/applicability – Suited for final-year undergraduate and graduate courses in marketing strategy, strategic sales management, e-marketing and internet businesses. Case overview – This case follows the evolution of Mech Technologies and Website Portals Division within the company. CEO of the company who was also heading the division was grappling an unprofitable venture. A dilemma of competitors offering free services while his portals were devoid of matching revenue stream added to his woes as he was strategizing a turnaround. Readers get an insightful review of the industry, key competitors as well as emerging challenges. Expected learning outcomes – Developing marketing strategy for a small organization in an emerging market. Learning about evolution and challenges faced by internet businesses in developing economies. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes. Close
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3Royal Enfield motorcycles: reviving the brand
Author(s):Sanjeev Prashar, Harvinder Singh, Kranthi Kiran Gude, Saif Uddin Shaik
Title – Royal Enfield motorcycles: reviving the brand. Subject area – Marketing. Study level/applicability – The case is intended for students pursuing post-graduate program in management and studying courses like marketing, brand management and product management. Case overview – This case discusses marketing decisions taken by Royal Enfield Motors Ltd Read more
Title – Royal Enfield motorcycles: reviving the brand. Subject area – Marketing. Study level/applicability – The case is intended for students pursuing post-graduate program in management and studying courses like marketing, brand management and product management. Case overview – This case discusses marketing decisions taken by Royal Enfield Motors Ltd for its popular motorcycle brand Enfield. Starting from the genesis of the brand and the company, this case deliberates the stage when it faced the dilemma of whether to shutdown, sell-off or revive the business. The situation was the outcome of unfavourable environmental forces and inappropriate strategies adopted by the company. This case notes how the company evolved its marketing mix to revive the brand. Expected learning outcomes – The case study has been documented with the aim of helping students to: understand the making of an aspirational brand, analyse how a static offer and positioning can become obsolete in a dynamic marketplace, appreciate how pertinent marketing-mix improvements may lead to the revival of a decaying brand and company, learn about the risks associated with entering into a new market segment at the cost of an existing segment, analyse the viability of the business strategy in light of the competition from international players. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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4Mountain Dew
Author(s):Surajit Ghosh Dastidar, Srividya Raghavan
Title – Mountain Dew. Subject area – Marketing, strategy, and integrated marketing communication. Study level/applicability – The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. Read more
Title – Mountain Dew. Subject area – Marketing, strategy, and integrated marketing communication. Study level/applicability – The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview – Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes – To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations,to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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1Kick Andy, The Oprah Winfrey TV Show of Indonesia
Author(s):Amalia E. Maulana, Lexi Z. Hikmah
Title – Kick Andy, The Oprah Winfrey TV Show of Indonesia. Subject area – Social Marketing, Entertainment Education Program. Study level/applicability – Postgraduate program. Master in Strategic Marketing and Master in Business Administration. Case overview – In the midst of the many TV shows that do not provide enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation, Kick Andy Magazine, Kick Andy Enterprise and others. Challenge for this program is to maintain the right balance between social, entertainment and education. Expected learning outcomes – This Case Study illustrates that Kick Andy TV Show filled the value gap that viewers experienced from existing TV show. This show is similar to the offer of Oprah Winfrey Show in the USA. Student is expected to understand social marketing primarily related to entertainment-education TV show. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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2Web Portals Division in a quandary
Author(s):Muhammad Talha Salam
Title – Web Portals Division in a quandary. Subject area – Marketing, e-marketing, strategy. Study level/applicability – Suited for final-year undergraduate and graduate courses in marketing strategy, strategic sales management, e-marketing and internet businesses. Case overview – This case follows the evolution of Mech Technologies and Website Portals Division within the company. CEO of the company who was also heading the division was grappling an unprofitable venture. A dilemma of competitors offering free services while his portals were devoid of matching revenue stream added to his woes as he was strategizing a turnaround. Readers get an insightful review of the industry, key competitors as well as emerging challenges. Expected learning outcomes – Developing marketing strategy for a small organization in an emerging market. Learning about evolution and challenges faced by internet businesses in developing economies. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes. Close
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3Royal Enfield motorcycles: reviving the brand
Author(s):Sanjeev Prashar, Harvinder Singh, Kranthi Kiran Gude, Saif Uddin Shaik
Title – Royal Enfield motorcycles: reviving the brand. Subject area – Marketing. Study level/applicability – The case is intended for students pursuing post-graduate program in management and studying courses like marketing, brand management and product management. Case overview – This case discusses marketing decisions taken by Royal Enfield Motors Ltd for its popular motorcycle brand Enfield. Starting from the genesis of the brand and the company, this case deliberates the stage when it faced the dilemma of whether to shutdown, sell-off or revive the business. The situation was the outcome of unfavourable environmental forces and inappropriate strategies adopted by the company. This case notes how the company evolved its marketing mix to revive the brand. Expected learning outcomes – The case study has been documented with the aim of helping students to: understand the making of an aspirational brand, analyse how a static offer and positioning can become obsolete in a dynamic marketplace, appreciate how pertinent marketing-mix improvements may lead to the revival of a decaying brand and company, learn about the risks associated with entering into a new market segment at the cost of an existing segment, analyse the viability of the business strategy in light of the competition from international players. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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4Mountain Dew
Author(s):Surajit Ghosh Dastidar, Srividya Raghavan
Title – Mountain Dew. Subject area – Marketing, strategy, and integrated marketing communication. Study level/applicability – The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview – Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes – To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations,to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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5Marketing brand Aava: not as simple as water
Author(s):Varsha Jain, Subhadip Roy, Ashok Ranchhod
Title – Marketing brand Aava: not as simple as water. Subject area – The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy. Study level/applicability – This case is primarily meant for second-year students in a postgraduate program in business management (MBA). The case could also be discussed in an executive development program on marketing/business strategy. Case overview – The present case is based on Aava natural mineral water, the brainchild of Mr Behram Mehta, Chairman of Shelpee Enterprises. The case explores at the various marketing strategies adopted by Aava in India. The case traces the brand's foray into the Indian bottled water market as a regional players and its growth as a pan Indian brand. However, in early 2012, the majority of Aava's sales were coming through institutional sales. The brand was facing a challenge of trying to find a foothold in the retail market. The balance between becoming a mass and a premium brand was also looming large. The major question that Aava needed to answer is whether it should restrict itself to the B2B market or whether it should try to penetrate the retail market. Given the latter is more beneficial for the company, the issues of product, pricing and brand communication needed to be revisited since these are not similar for B2B and B2C brands. Expected learning outcomes – The various learning outcomes of the case include: understanding the differences between B2B and B2C marketing and the need for different strategies for both, apply marketing research findings to introduce a product in a market, evaluate and execute marketing communication strategies based on human behaviour for more effectiveness, evaluate alternatives leading to the right choice of branding/marketing strategy, understand the role of 4Ps of marketing for successful business and industry analysis. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes. Close
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6100% Great Songs, reverse positioning of Delta FM Radio, Indonesia
Author(s):Amalia E. Maulana, Pandu Jati Kuncoro, Lexi Z. Hikmah
Title – 100% Great Songs, reverse positioning of Delta FM Radio, Indonesia. Subject area – Reverse positioning, market segmentation, customer-centric organization. Study level/applicability – Postgraduate program; Master in strategic marketing and Master in business administration. Case overview – Declining radio listenership is triggered by lack of attention of the radio managers to the desires of radio listeners. Delta FM radio, as part of Masima Media Group, is a radio that realized the need for revitalization. They changed their target audience and positioning to regain its former glory. Delta FM radio get back to the core benefit with the tagline: “100% Great Songs”. Shifting from highlighting the emotional benefits to functional benefits and to cut a variety of benefits is called “reverse positioning”. Expected learning outcomes – The objective of this case study is to give deeper comprehension a new concept called reverse positioning or reverse branding. It is an example of the dynamic of hyper competition in media market in practice, in the emerging market such as Indonesia. It provides clear picture of the difference between listener oriented vs advertiser oriented company and the impact of the imbalance portion between them. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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7Maruti Ertiga launch in India by new category creation
Author(s):Badal B. Rath
Title – Maruti Ertiga launch in India by new category creation. Subject area – Marketing. Sub subjects: customer segmentation, targeting, positioning and new product launch strategies. Study level/applicability – This case can be taught at degree and master level management programmes including distance education mode in business schools having marketing management as one of the subjects. Case overview – Maruti Suzuki a leading global Japanese car manufacturer recently launched a new multi utility passenger car with the brand name Ertiga. Ertiga was launched by Maruti Suzuki as life utility vehicle (LUV) using lifestyle categorization instead of using car categorization to position Ertiga using LUV theme. This new category created called LUV is in car categorization between high end hatchbacks and multi utility vehicles/sedans. This case highlights how Maruti Suzuki through effective market research was able to identify a new category and also create and offer a car to the Indian market. This case covers some of the innovative promotional strategies like in film promotions and brand placements which was used to promote Ertiga in India. Expected learning outcomes – The case is designed to enable students to understand the concept of segmentation, targeting, and positioning about the various products launch strategies companies adopt in the emerging markets. Also this case covers the marketing mix concepts and how it was adopted during the Ertiga launch in India. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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8Mumbai Indians: a case on social media marketing
Author(s):Sanjeev Prashar, Harvinder Singh, Kara Shri Nishanth
Title – Mumbai Indians: a case on social media marketing. Subject area – The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing. Study level/applicability – The case shall be administered among students pursuing their post graduate degree in management. Case overview – The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel. Expected learning outcomes – The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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9Recalling Toyota
Author(s):Cynthia Montaudon Tomas
Title – Recalling Toyota. Subject area – Quality control in the automobile industry. Supply chain management. Brand reputation. Decision making. Civil responsibility. Study level/applicability – MBA. Case overview – In 2004 a Toyota Hilux was involved in a traffic accident in Japan because of a defective rod which cracked. The driver lost control of the vehicle. In Japan, the problem was regarded as negligence, and Toyota implemented a recall program. Toyota's CEO needs to inform to the public how the issues related to the recall were not detected in the design and production process. Expected learning outcomes – Understand how a problem in quality control occurred and to analyze all the possible causes and solutions. To identify the stakeholders that were involved in the problems, and to evaluate what was at stake for each one of them. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Close
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10I can do better: Mexican direct sellers of beauty products
Author(s):Lucía Fernández Reyes, Rajagopal
Title – I can do better: Mexican direct sellers of beauty products. Subject area – Marketing; direct sales and networking in marketing. Study level/applicability – Undergraduate marketing students. Case overview – What are the main problems faced by direct sellers in Mexico within a selling context based on social networking? This case has the objective to approach the difficulties direct sellers face in their operations in order to address potential bottlenecks inhibiting the flow of sales. In the present case, direct sellers expressed openly their personal views about the issues they generally had to deal with in order to survive in a highly competitive market, namely the market of cosmetic and beauty products. The decision of whether to implement changes to improve the flow of sells through the network created by direct sellers would eventually affect direct sellers performance given that they are the final appendix of the selling chain. This case helps to develop a direct seller typology for direct selling success. Accordingly, it highlights the importance of every element participating in a business. Summarizing, it strategically links direct sellers performance with the overall business performance. Expected learning outcomes – The case contributes to the analysis of personality attributes of sellers and the elements affecting market penetration of cosmetic and beauty products. It is also interesting to observe how some foreign brands have become iconic in the local direct selling businesses. This case also contributes to developing tactical competition to strategic planning of marketing of direct selling in emerging markets. Particular learning objectives are as follows: analyse marketing planning from a perspective of decentralization and growth and explore creative possibilities for sustainable growth of this kind of business; stimulate strategic thinking concerning system operation and free bottle necks of selling channels by analysing the effect of system subordination of operations and training to upper levels of vendors; analyse the brand expansion process and loyalty development of customers in a competitive market of products that are sold in network. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes. Close
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